Quick wins to maximise conversions this Black Friday
Black Friday is almost here, but there’s still time to make an impact. Black Friday 2024 showed that small, targeted actions can deliver big results – from discount strategy and campaign timing to site optimisation and checkout performance. Acting now can turn peak traffic into real revenue.
For a deep dive into everything that happened last year, check out our Black Friday and Christmas 2024 report.
Here are some last-minute insights your business can implement immediately.
1. Deep discounts still convert – but strategy matters
The data from 2024 couldn’t be clearer: aggressive headline offers drove significantly higher conversions. Retailers offering 80% off saw checkout conversion rates near 78%, while more conservative 10% discounts achieved around 60%.
High-visibility, high-impact promotions continue to grab attention and push shoppers toward purchase – especially when paired with a seamless checkout.
Quick wins
- Reassess your headline offer to ensure it stands out.
- Experiment with flash deals to create urgency.
- Use product bundles to increase value without dramatically reducing margins.
2. Reduce bounce rates to keep shoppers engaged
Bounce rates climbed to 24.3% last year, highlighting how crucial first impressions are during peak shopping periods. If visitors don’t engage immediately, they rarely return.
Quick wins
- A/B test homepage layouts to discover what encourages deeper browsing.
- Showcase top Black Friday deals prominently above the fold.
- Optimise site speed, especially on mobile, where slow load times kill conversions.
Even a one-second improvement can meaningfully reduce drop-off.
3. Product pages are now the first step for many shoppers
More than 36.9% of customers started their journey on a product page, bypassing the homepage entirely. That makes product pages one of the most important conversion levers in your toolkit.
Quick wins
- Add clear, time-sensitive Black Friday messaging.
- Incorporate upsells and cross-sells to increase basket value.
- Use countdown timers and banners to highlight limited-time deals.
A well-designed product page can turn casual browsing into decisive purchasing.
4. Timing is everything: start earlier, extend longer
Retailers who ran campaigns beyond Black Friday saw stronger engagement and revenue. Wednesday emerged as a critical day, capturing early shoppers and building momentum through Cyber Monday.
Quick wins
- Launch promotions mid-week to capture early intent.
- Keep campaigns active from Wednesday through to Cyber Monday.
- Offer early-access exclusives to incentivise loyal customers.
A longer campaign window ensures your brand stays visible when shoppers are ready to buy.
5. Streamline checkout, and highlight sustainability
Checkout abandonment hit 46.8% in 2024, underscoring how easily customers walk away when friction is high. A smooth, intuitive checkout can increase conversions by up to 10% – and sustainability-focused features give shoppers an added reason to complete their purchase.
Quick wins
- Simplify the payment flow and remove unnecessary steps.
- Offer multiple payment methods such as Apple Pay, Google Pay, and local alternatives.
- Highlight eco-friendly options like ekko’s carbon offsetting, integrated through Ecommpay, to appeal to sustainability-minded shoppers.
Reducing friction at this stage is one of the quickest paths to higher revenue.
6. Use peak days to maximise basket value
Black Friday and Cyber Monday delivered the year’s highest basket values, with Cyber Monday averaging £131.95. With the right planning, peak days become your biggest revenue opportunities.
Quick wins
- Concentrate inventory and top promotions around peak periods.
- Encourage larger orders with bundles, upsells, and free-delivery thresholds.
- Highlight complementary products on landing pages and email campaigns.
Flexible payment options and one-click checkout with Ecommpay further support bigger basket conversions.
Your last-minute Black Friday checklist
- Reassess headline discounts and flash deal strategy.
- Reduce homepage bounce rates with speed improvements and A/B testing.
- Optimise product pages with banners, urgency cues, and cross-sells.
- Boost traffic through email, SEO, and retargeting.
- Streamline checkout with multiple payment options and sustainability features.
- Prepare for mid-week peaks (Wednesday–Thursday).
- Extend campaigns beyond Friday for maximum visibility.
Get ready to win this Black Friday
Black Friday is no longer a single-day event, it’s a week-long opportunity to convert peak traffic into sustained revenue. With just a week to go, retailers who act quickly and optimise checkout performance stand to gain the most.
Ecommpay empowers businesses to reduce friction, expand payment flexibility, and convert more customers during peak season and beyond.
Book a 15-minute strategy call to discover proven ways to accelerate growth this Black Friday.
